The demand for healthy foods and beverages at retail runs the gamut: consumers want less sodium, fat, calories, and added sugar; enhanced nutrient profiles benefiting from vitamins, minerals, and other nutraceuticals; and all natural labels free of artificial ingredients. There’s just one problem: sugar substitutes and added nutrients often bring with them a strong bitter taste profile that’s off-putting for many consumers, and most masking agents on the market can’t meet all natural demands.

Picture a child’s face. Now picture the child’s face after experiencing a bitter taste. What expression do you see? Children tend to be more sensitive to bitter tastes, which may make it more difficult to formulate reduced sugar products with high-intensity sweeteners as well as products with whole grains.